افزایش قصد خرید در فروشگاه های خرده فروشی زنجیره ای با استفاده از استراتژی کانال های یکپارچه (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف: در عصر حاضر پیشرفت سریع تکنولوژی به افزایش انواع کانال های دسترسی به مشتریان منجر شده و به دنبال آن ظهور خرده فروشی های آنلاین موفقی همچون آمازون در مقیاس جهانی و دیجی کالا را در سطح داخلی شاهد بوده ایم. از طرفی خرده فروشان سنتی نیز اقدام به راه اندازی فروشگاه اینترنتی و اپلیکیشن تلفن همراه کرده اند؛ بنابراین، باوجود کانال های توزیع در فروشگاه، رفتارهای مختلف در هر کانال باعث سردرگمی و نارضایتی مشتریان خواهد شد؛ بنابراین، اخیراً رویکرد کانال های یکپارچه رواج یافته است. در این مفهوم به جای تمرکز بر کانال، تمرکز بر ایجاد تجربه ای یکنواخت از ارتباط با برند است. هدف اصلی این پژوهش یافتن راهکارهایی برای ارائه به مدیران فروشگاه های خرده فروشی زنجیره ای برای جذب مشتریان بیشتر، ازطریق مدیریت یکپارچه کانال های توزیع است. روش: پژوهش حاضر از منظر هدف کاربردی و ازنظر ماهیت و روش از نوع پژوهش های توصیفی - پیمایشی و همبستگی است. جامعه آماری شامل آن دسته از مشتریان فروشگاه رفاه است که با تمامی کانال های توزیع فروشگاه مزبور تعامل دارند. به دلیل نامشخص بودن تعداد دقیق این افراد، نمونه آماری پژوهش براساس فرمول حجم نمونه کوکران، ۳۸۴ نفر محاسبه شد. از پرسش نامه به عنوان ابزار جمع آوری داده های میدانی استفاده شد. به منظور تجزیه وتحلیل داده های پژوهش از آزمون معادلات ساختاری استفاده شد. تمامی تحلیل های آماری آزمون های ذکرشده با استفاده از نرم افزارهای SPSS و PLS Smart صورت گرفت. یافته ها: نتایج پژوهش حاضر نشان داد که کیفیت ادغام کانال با میانجیگری روان بودن ادراک شده بر قصد خرید از کانال های یکپارچه در فروشگاه های زنجیره ای تأثیر دارد. همچنین تجربه مشتری با میانجیگری ویژگی های نوآوری ادراک شده بر قصد خرید از کانال های یکپارچه در فروشگاه های زنجیره ای تأثیر دارد. نتیجه گیری: براساس نتایج این پژوهش، از میان متغیرهای اثرگذار بر ایجاد قصد خرید از کانال های یکپارچه، روان بودن ادراک شده بیشترین تأثیر را دارد و سازگاری ادراک شده در رتبه بعدی قرار می گیرد؛ درنهایت متغیر ریسک ادراک شده رابطه منفی با قصد خرید دارد. همچنین کیفیت ادغام کانال بر روی روان بودن ادراک شده تأثیر دارد؛ به علاوه، از میان متغیرهای تجربه مشتری، پیوستگی و ادغام رابطه مستقیم با ویژگی های نوآوری ادراک شده دارند و وجود رابطه میان ثبات با ویژگی های نوآوری ادراک شده و همچنین ثبات، انعطاف پذیری و شخصی سازی با ریسک ادراک شده در این پژوهش تأیید نشد.Increasing Shopping Intention in Chain Retail Stores Using Omnichannel Strategy
Objective: In the last two decades, the emergence of digital phenomena, such as the Internet, social networks, smartphones, and various communication tools, has posed significant challenges for brick-and-mortar retailers. Managers are now compelled to utilize these channels in parallel as each can attract customers, sometimes leading to conflicts and confusion. Effectively managing these complexities is a demanding task. However, by integrating these channels and creating synergies, retailers can enhance customer value, foster loyalty, and ultimately capture a larger market share. Recent developments in the 21 st century, including the COVID-19 pandemic, have shifted consumer preferences toward brands that offer a comprehensive product portfolio to meet their needs. This demand for convenience in terms of time and location has heightened the appeal of the chain retail industry and intensified competition. In response, many retailers have adopted omnichannel strategies. This study aimed to investigate the factors influencing shopping intentions within omnichannel environments in chain retail stores. Introduction In recent years, the emergence of digital communication tools, such as the Internet, social networks, and smartphones, has transformed the retail landscape, presenting both opportunities and challenges for brick-and-mortar stores. Retail managers are now compelled to integrate these online channels alongside traditional ones to enhance customer engagement. Each channel has the potential to attract customers; yet, this can sometimes lead to conflicts and confusion, making effective management a complex task. The 21 st century has seen significant shifts in consumer behavior, particularly influenced by phenomena, such as the COVID-19 pandemic, which has heightened customers' preference for brands that offer a comprehensive product portfolio. This shift emphasizes the need for convenience in terms of time and location, thereby increasing attractiveness of the chain retail industry and intensifying competition among retailers. Consumers are now more inclined to choose brands that provide a seamless shopping experience across various platforms, whether online or offline. In response to these evolving consumer expectations, many retailers have adopted omnichannel strategies designed to create seamless, integrated shopping experiences. These strategies allow customers to move fluidly between channels, whether they are browsing online, shopping in-store, or using mobile apps. This integration not only enhances customer satisfaction, but also fosters loyalty by providing a more personalized shopping experience. This study aimed to investigate the factors that influence shopping intentions in omnichannel environments within chain retail stores. By understanding these factors, retailers can better navigate the complexities of channel integration, ultimately enhancing customer loyalty and increasing market share. The research focused on key variables, such as perceived fluency, perceived compatibility, and perceived risk, exploring their roles in shaping consumer intentions in an omnichannel context. Materials & Methods This research was applied in nature and employed a descriptive survey and correlational approach. The statistical population consisted of customers of Refah, who engaged with all distribution channels of the store. Given the uncertainty regarding the exact population size, the research sample was determined to be 384 individuals using Cochran's sample size formula. This formula helped ensure that the sample was representative and statistically valid, providing a solid foundation for the research findings. Data collection was conducted through a standard questionnaire designed to assess various dimensions of omnichannel shopping experiences, including customer perceptions of channel integration quality, fluency, compatibility, and risk. The questionnaire was rigorously developed and pre-tested to ensure clarity and reliability. To analyze the research data, Structural Equation Modeling (SEM) was employed, which allowed for the examination of complex relationships between variables. All statistical analyses were performed using SPSS and PLS software, facilitating a comprehensive evaluation of the data. Research Findings The results of this research indicated that the quality of channel integration significantly influenced shopping intentions in omnichannel environments within chain retail stores, with perceived fluency acting as a mediating factor. Higher quality in channel integration led to a smoother shopping experience, enhancing perceived fluency and, consequently, increasing shopping intentions. Additionally, customer experience played a crucial role in shaping shopping intentions by mediating perceived innovation characteristics in these omnichannel settings. A positive customer experience was essential for fostering loyalty as it encouraged customers to engage with the brand across multiple channels. The findings suggested that customers, who perceived a high level of innovation in the shopping process, were more likely to develop a favorable intention to purchase. Moreover, the research highlighted that perceived fluency was the most significant factor impacting purchase intentions followed closely by perceived compatibility. This indicated that retailers had to focus on creating a seamless and coherent shopping experience that aligned with customer expectations. Conversely, perceived risk negatively correlated with purchase intention, suggesting that customers might hesitate to engage with brands if they perceived potential risks in the shopping process. Discussion of Results & Conclusion Among the variables influencing purchase intentions in omnichannel environments—namely perceived fluency, perceived compatibility, and perceived risk—perceived fluency had the most significant impact followed by perceived compatibility. Conversely, perceived risk was negatively associated with purchase intention. This underscored the importance of minimizing perceived risks through effective communication and providing customers with clear information about the shopping process. Additionally, the quality of channel integration positively affected perceived fluency. Retailers that successfully integrated their online and offline channels could create a more fluid shopping experience, ultimately enhancing customer satisfaction. Furthermore, within the realm of customer experience, connectivity and integration demonstrated a direct relationship with perceived innovation characteristics. Retailers needed to ensure that their omnichannel strategies emphasized innovation, which could lead to improved customer engagement and loyalty. However, the research did not find a validated relationship between consistency, perceived innovation characteristics, and the factors of stability, flexibility, and personalization in relation to perceived risk. This indicated a potential area for further investigation as understanding these relationships could enhance the effectiveness of omnichannel strategies. In summary, the findings suggested that effective channel integration and a focus on customer experience were crucial for retailers aiming to succeed in omnichannel environments. By addressing the key factors of perceived fluency, compatibility, and risk, retailers could better align their strategies with consumer expectations, ultimately driving loyalty and increasing market share. As the retail landscape continues to evolve, ongoing research in this area will be essential for adapting to changing consumer behaviors and preferences.
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